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For over 40 years East Coast Graphics has been providing premium quality commercial printing services for our clients in a host of industries, from manufacturing to healthcare. And because printing is a part of East Coast Graphics integrated approach, our clients reap the benefits of that full supply line service. For example: East Coast Graphics can design and print the product guide, that fits in the customized free-standing retail display; and to drive customers to the aisle, we can also design and print the window clings and posters that promote the new product in store; backing up one more step, we can design and print the packaging for these new product kits that we store in our warehouse and distribute to retail outlets nationwide.

East Coast Graphics is your one-stop-shopping resource for all of your commercial printing needs—and so much more.

• Prepress and bindery services
• Stationery products, corporate brochures and identity systems
• Marketing and promotional material
• Newsletters and annual reports
• Pocket folders and binders
• Posters, flyers, banners, signage
• Magazines/catalogs, manuals
• Packaging and POP

To learn more about how we can help you with your Commercial Printing needs please contact us.

East Coast Graphics, Inc.
Thomas Glenn
Vice President Business Development
tom@ecoastgraphics.com
631.231.9300 xt.11

www.ECoastGraphics.com

In an annual survey conducted by Exact Target on effective media channels, the results came back rather surprising to most, but not to all. This survey is probably one of the most un- biased reports completed in recent years, especially considering that it was written by an email marketing provider. Here’s a direct quote from this report:

“Still wondering about the best channels through which to deliver your messages when you’re trying to boost your bottom line? Consumers are more likely to purchase based on messages they receive through traditional media. In this year’s study, we included direct mail, television commercials and infomercials as channels through which consumers may have been directly influenced to make a purchase.

The research shows: Direct mail has directly influenced more consumers to purchase than any other channel. “76% of consumers have been directly influenced to purchase products through direct mail.”

Some of the findings from this report were the statement that email is obviously very popular, but only 15% of people like to receive marketing messages via this channel! This confirms our view that email is more of a communication medium and not ideal for ‘push marketing’ purposes.

So you ask yourself this question? I have been sending out direct mail (postcards, catalogs, flyers, brochures) pieces for years only to see a decline in response rates. Yes, you are right! Response rates have hit all time lows in direct mail, but “why” we ask? The all holy answer is: We are too set in our “old school” ways declares Thomas Glenn, VP of Business Development for East Coast Graphics (www.EcoastGraphics.com) of New York. The idea that the more we send out, the more we will reap in rewards is not true anymore!

The truth, as stated earlier in this article, is that “direct mail” is still the MOST effective marketing channel today! But direct mail and print is changing, just like everything else we have grown accustomed to in this world. “It is more important today than ever that direct mail campaigns be integrated with multichannel online campaigns,” declares Thomas Glenn.

Two Tips to Increase Direct Mail Response Rates
1: Targeting a specific audience: Targeting is the forgotten secret to really high response rates. Look to send out different messages to different audience sectors. It’s just TOO hard to create one compelling copy that suits everybody. You are better off sending out four different pieces than one “one size fits all” printed mailing piece.

2: Be creative and different: Send out pieces that catch your audience’s attention. Way too often I come home to open my mailbox only to find a sea of white #10 envelopes says Glenn. Be different think “out of the box.” Think of a good commercial you saw on TV during the Super Bowl or a great radio commercial you heard on the way to work. You would probably agree with me, that 9 times out of 10 those advertisements were imbedded in your head because they were different but clever in their own little way. This is how you and your company should be approaching your direct mail. Don’t be afraid to be creative or different in your direct mail. Use oversized postcards, catalogs with catchy images on the cover or an envelope with a lot of bright color to help grab people’s eyes. Make your logo and website address easily visible. Remember you want your direct mail piece to stand out from that “sea of white #10 envelopes!” Even if the intended audience does not act on that offer at that time, make your brand be remembered just like that Super Bowl commercial!

To learn more about how we can help you or your company with your direct mail needs.

Contact: Thomas Glenn Vice President Business Development
East Coast Graphics, Inc.
Telephone: 631.231.9300 xt.11
Hauppauge, NY 11788
www.ECoastGraphics.com
tom@EcoastGraphics.com

Businesses are always looking for value and good returns on their marketing dollars. Yet in spite of all the new choices, getting a good ROI remains elusive. Newspaper, magazine, street, TV, radio and online promotions all struggle, with response rates typically under 0.1%, being one per thousand (see photo). Lotto payouts do better. Even email marketers have declining response rates, along with nasty legal and delivery issues.

What Works?

Well, we know that good copywriting, design and a superb offer can make a huge difference. A well crafted direct mail letter to a targeted house mailing list typically gets a 2.6% response, being significantly better than mass market advertising. But in any promotion, only a percentage of responses will turn into sales. To see what it means to your bottom line, use one of our ROI Calculators.

Clearly this is why business owners spend time shopping around to get the best design, printing and mailing rates. They know that getting a good ROI is still hard work and cost cutting appears the only option.

But this approach seldom helps sales leads or results. It just minimises the loss.

Poor response rates occur because our advertising and mailing campaigns (print and online), treats everyone the same. These campaigns are only relevant to a few… Today’s methods reflect a wasteful, highly inefficient process.

Better Targeting

One answer? Studies tell us that 93% of your sales will come from just 40% of your mailings. So, why waste time and money continuing to send stuff to that huge 60% chunk of people on your list who don’t buy?

The secret to efficient, high response marketing is in your customer database.

An expertly maintained database can tell you:

• WHO you should communicate with
• HOW you should communicate
• WHEN you should communicate
• WHAT to offer

Sort Out Your Data

Weed out unlikely prospects and find a subset of your customers that are most likely to respond to your marketing campaigns.  By targeting ONLY those most likely to respond, you’ll achieve about the same response, for a lower cost.

Then if you want to boost sales results, start introducing more relevancy into your messages. Yes, it does increase the per-piece cost, but you’ll find that by sending out fewer pieces (top 40% only), together with 2-5x higher response rates (i.e. 5-15% response) will more than cover everything, giving far more qualified sales leads.

A 50-100% ROI is now very achievable, showing a typical ROI before and after segmentation down to the top 40% or the ‘gold’ customers, plus the relevancy factors added in.

Where To Start?

It starts by working on your database. Some work you can do immediately, like having us check your address list against the latest NZ Post Change of Address Database. It’s known that 23% of households change in some way each year. At just 60c per entry, it will quickly pay for itself in the first mailing.

Follow this up with some old fashioned telemarketing and mailers, to gauge their interest and collect their email address. You’ll certainly need a better ‘system’ to enter this new data and to then manage it all – To help with segmenting, data mining, campaign management etc. Excel or the Outlook address book simply doesn’t cut it for this task.

CONTACT EAST COAST GRAPHICS TODAY TO LEARN MORE

In many of today’s corporations, marketing channels such as e-mail, direct mail and other traditional media often exist in separate silos with each channel operating independently, sometimes even in conflict with the others. Some organizations do manage to maintain a consistent message across channels, but the individual channels often do little to support common goals.

1. Give prospects something to look forward to. A personalized e-mail sent before your drop creates anticipation by alerting your target audience to a direct mail offer on the way. Your prospects know to look for your piece and are more likely to recognize it when it arrives.

2. Provide another look, another chance and another response channel. With limited time offers, an e-mail sent after your drop can provide a brief reminder about your direct mail offer and the deadline, as well as give prospects a fast, easy way to respond.

3. Put personalized power into response rates. A recent Direct Marketing Association (DMA) study revealed that 42 percent of direct mail recipients prefer to respond online. Instead of a one-size-fits-all mail piece and business reply card, use customized direct mail to invite prospects to visit a personal URL, or PURL, such as www.johndoe.greatvendor.com. PURLs provide a personalized introduction to your company and a unique marketing message for each prospect.

4. Gather PURLs of wisdom. While visiting “their” PURL site, prospects can also be encouraged to complete a survey revealing their individual preferences, wants and needs or to opt-in for e-mail communications. This data allows marketers to craft the more precisely targeted offers and personalized communications that can lift your response rates in both traditional direct mail and e-mail marketing.

Then use e-mail to optimise your direct mail budget

A coordinated effort using direct mail and e-mail could help trim mailing budgets. Send an inexpensive postcard to alert clients or prospects that personalized offers and information are available and can be accessed electronically. Clients can then log in to a secure personal URL (PURL) to retrieve information or elect to receive the message by secure e-mail. Most will appreciate being given the choice too, knowing its a “greener” option.

CONTACT EAST COAST GRAPHICS TODAY TO GET STARTED

This is your destination for printing, document services and much more. Take advantage of our products and services to meet your personal and business marketing needs.

Our commitment to excellence ensures we are always up-to-date and readily capable of meeting our clients’ requirements whether it’s short run printing or a very tight deadline.

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Our Printing Services:

Commercial Printing

Forms Printing

Digital Printing

Label Printing

Print Management

Stationary Printing for Business, Social and Commercial Uses

Eco-Friendly Printing

We understand the dynamics of managing a successful print program and provide the quality, consistency and rapid turn-around times necessary to ensure that your objectives are met. Whether your needs include catalogs, brochures, annual reports, product packaging, business forms or labels, East Coast Graphics is the company that can make you look good on paper.

What We Provide:

Fast Turn Around Time and Shipping
Eco-Friendly Printing
High Quality Results
Sheet-Fed Printing up to 8 Colors
Web Capabilities up to 10 Colors
8 Color Label Printing with UV Finishes
Friendly and Helpful Staff with Years Of Experience

Additional Features:

Varnish, Aqueous and UV Coatings, Embossing, Die-Cutting, Foil, Stamping and Numbering

Business Forms Printing:

Laser Forms (Cut Sheets and Continuous), Snapsets, Checks, Pressure Seal, Mailers up to 8 Colors

Bindery Service:

Collating, Stitching, Folding, Cutting, Binding, Padding and Laminating

Green Printing:

East Coast Graphics is working to protect our environment through sustainable business practices that are protecting our world for present and future generations. By working with FSC-certified vendors, using recycled papers and vegetable based inks, and implementing environmentally responsible practices in our printing operations, we are bettering our world today for a healthier tomorrow.

CONTACT OUR PRINT COMPANY TODAY